Copyright © 2009 METRO Cash & Carry International GmbHMember of METRO Group METRO Cash & Carry Russia – In-store marketing of Fish and Seafood Moscow, October, 28th, 2010

Member of METRO GroupMETRO Cash & Carry International GmbHPage 2 3 METRO Cash & Carry Russia 6 Customers and assortment 8 Our marketing strategy for Fish and Seafood Agenda

Member of METRO GroupMETRO Cash & Carry International GmbHPage 3 3 METRO Group is in TOP 500 World’s largest companies (Fortune Global 500) METRO Group – general data

Member of METRO GroupMETRO Cash & Carry International GmbHPage 4 4 Over 670 stores in 31 country of the world* Total trading space - 5,3 mio sq. m More than 106 thousand employees Sales in 2009 € 31 bln METRO Cash & Carry – international leader in wholesale trade * As of 23 March 2010 г. METRO Group – general data

Member of METRO GroupMETRO Cash & Carry International GmbHPage 5 Sales in 2009, bln eurosEmployees by Quantity of METRO Cash & Carry stores by ,6* METRO Cash & Carry in Russia * Calculated based on local currency to eliminate exchange rate distortions METRO Group – general data

Member of METRO GroupMETRO Cash & Carry International GmbHPage 6 METRO Cash & Carry‘ CUSTOMERS HoReCa TRADERS Offices, service companies, etc. METRO Cash & Carry Russia – customers

Member of METRO GroupMETRO Cash & Carry International GmbHPage 7 DESTINATION SEASONAL/ OCCASIONAL CONVENIENCE PREFERRED METRO Cash & Carry Russia – assortment strategy Category role: Destination  Category very important for the key customers  Category for which the seller is seen as the best possible source  “If I shop in this category, I go there”  Category for which METRO aims for an above average market share  Dedicated METRO resources for this type of category

Member of METRO GroupMETRO Cash & Carry International GmbHPage 8 ProductPlacePricePromotion Full assortmentOptimal placementLeaderHigh level of activity Best choice in marketLarge space Best value for the customer Frequent advertising Sub-categories High customer frequency Multiple channels Strong segmentationLong contact timeIndividual adjustment All brands/articles METRO Cash & Carry Russia - Fish marketing strategy Strategic elements of Destination Department Destination category’s functions:  Traffic building  Excitement creation  Image creation

Member of METRO GroupMETRO Cash & Carry International GmbHPage 9 Product QUALITY CUSTOMER FEEDBACK OWN BRANDS ASSORTMENT Assortment groupQuality strategy Chilled fishNo compromise Delicatessen fish and caviar First price assortment + top quality assortment Frozen FishShift to high quality assortment Own BrandPositioning AROFirst price HoReCa Select Value brand - professional solution for HoReCa customers Fine FoodQuality value brand *Supplier must conform to the IFS or GFSI standards

Member of METRO GroupMETRO Cash & Carry International GmbHPage 10 Oysters, prawns River / Sea fish fillet Exotic fish Sea whole fish River whole fish Salmon, trout Processed salmon, trout (steaks, medallions) Fish Delicatessen (self service) Water Tanks Professional main flowPrivate needs flow Place 127 SKU of chilled and alive fish Scales

Member of METRO GroupMETRO Cash & Carry International GmbHPage 11 Place Sea Sweet  Exotics sold by eyes and by smell  Full load of the aquariums  Lighting of the water tanks  “Meet your meal” Alive goods

Member of METRO GroupMETRO Cash & Carry International GmbHPage 12 Place  Strong competition in Delicatessen subcategory  Vast quantity of the suppliers  Abundance of alike goods  Own Brands control mechanism  Control of the store staff  Common storage conditions Planogram’s functions: Guiding the customer Selling the store-focus goods Moving the sales Helping to track the stock Increase of impulse sales Delicatessen goods

Member of METRO GroupMETRO Cash & Carry International GmbHPage 13 Pricing HoReCa:  Flexibility (daily price changes)  Not branded goods  Availability of goods and reliability of prices Trader:  Assortment sustainability  Weak brand dependency  Bulk offers  Competitiveness SCO:  Assortment sustainability  Brand dependency  Competitiveness

Member of METRO GroupMETRO Cash & Carry International GmbHPage 14 Promotion PROMOTION INCREASE NUMBER OF CUSTOMERS INCREASE CUSTOMERS’ LOYALTY ATTRACT NEW CUSTOMERS  Specialized catalogues  “Crazy price” promotion  “Dokazano” (Proved) promo  Own Brand catalogue  Customer-targeted Metromail  BTL means (master-class, degustation)  POS-materials to support Own Brand customers

Member of METRO GroupMETRO Cash & Carry International GmbHPage 15 Contact Andrey Ignatov Category manager Fish & Seafood METRO Cash & Carry Russia Leningradskoe Shosse, 71G , Moscow Russia Phone: +7 (495) Fax: +7 (495) © Copyright This concept is intended only for the purpose of presentation and is the intellectual property of METRO Cash & Carry Russia. Passing on to third parties as well as the use and exploitation of the presentation either in whole or in part is expressly forbidden.